H&M Pulls School Uniform Ad Amid Accusations of Sexualising Young Girls

The company has apologised and pledged to review its campaign presentation methods following widespread backlash on social media.

H&M has pulled an ad for school uniforms in Australia following accusations that it sexualised young girls. The ad featured two primary school-aged girls with the slogan: 'Make those heads turn in H&M's Back to School fashion.'
The ad sparked backlash on social media, with users describing it as 'creepy', 'disturbing', and 'inappropriate'. Some users shared their own experiences of being objectified while still at school.
H&M has apologised for the ad and stated that they are 'deeply sorry for the offence this has caused' and will review how they present campaigns in the future.
Mumsnet founder and chief executive Justine Roberts criticised the ad, stating that it should never have been created in the first place. She expressed disappointment that 14 years after the launch of the 'Let Girls Be Girls' campaign, retailers are still creating inappropriate ads that prematurely sexualise young girls.
This incident is the latest in a series of controversies involving fashion brands' advertising campaigns. Last month, Zara dropped a campaign featuring a model standing among rubble and mannequins wrapped in shrouds after social media users claimed it was insensitive to victims of the war in Gaza.